Xpert Advice

Xpert Advice

Firms frequently engagein merger and acquisitiondeals. In these ...More
Firms frequently engagein merger and acquisitiondeals. In thesetransactions, brandsaccount for significantbut differentialproportions of overalltransaction value. Extantmarketing literature onfinancial value of brandsfocuses on drivers offinancial value onlywithin a firm. However,in a merger andacquisition context,value of brands alsodepends on how their newowners might leveragethem in the marketplace.This study identifies andempirically tests boththe target and acquirerch Less

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Firms frequently engage in merger and acquisition deals. In these transactions, brands account for significant but differential proportions of overall transaction value. Extant marketing literature on financial value of brands focuses on drivers of financial value only within a firm. However, in a merger and acquisition context, value of brands also depends on how their new owners might leverage them in the marketplace. This study identifies and empirically tests both the target and acquirer ch
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